and apple is doing that. second, apple seemed to spurn the social compact that so many companies have sought to develop with their shareholders, including kimberly-clark. they didn't seem to be inclined to boost the dividend any aggressive way. they seemed reluctant to recognize that they had more cash than they needed and the excess cash belongs to the shareholders which is what the great companies are doing right now. now, this dividend boost brought the stock up to the hallowed 3% yield that has attracted many. the decision to return more capital via the buyback than anyone i know working for is quite frankly terrific. both should create a floor for the stock that's not much different from the floor that many other 3% yielders have. hey, listen, what can i tell you, it's still just a stock. but it's the third reason that the stock's been going down that worries me and is why i think you're not going to see it up huge tomorrow. the lack of innovation. yes. it is true, as cook said, that the iphone and ipad